Previously I've blogged about how Angie's List and other websites are empowering people to review service providers like contractors, plumbers, electricians, etc. Over the last year, I've used Angie's List at least five times to find new service providers, and I've always been pleased with the results. And, as you might well imagine for a guy who blogs about word of mouth marketing, I can't help but talk about service that I think is great.
I've gotten used to receiving a one-pound bag of M&M's from Angie's List's Big Mouth Distribution Center every time I've been a "big mouth" and told others about the service. But, last week, I received something new. In addition to the bag of M&Ms, I got a blank check for seven dollars. With it came a note saying:
"Dear Patrick,
We heard that you've been talking about us behind our back! (Name stated in letter) heard about Angie's List through you. Thanks a bunch!
As a reward for being a "big mouth," here's a bag of M&Ms. To further express our gratitude, we've also sent you the customary $7.00. Recently some members asked that we send the $7.00 to a charity. We thought that was an awfully nice idea, so we've made it easy for you to do that! Enclosed you will find a blank check for $7.00 which you are free to write to whomever or whatever you want. This could be you, or the charity of your choice, or you, or, or your mother, or you, or your first grade teacher, or you, or your personal trainer, or you. We don't care who cashes it, just as long as it represents your wishes.
If you would like to send your $7.00 to a charity, but don't have one in mind, feel free to contact the office for a list of suggestions. Just give us a ring or email us through AngiesList.com
Thanks again and, please, don't stop talking about us behind our backs.
Your truly,
Angie"
What a smart approach! Unlike many companies, Angie's List has never taken referrals for granted, and it has grown rapidly through them. The $7.00 blank check adds an interesting new wrinkle. For most Americans, $7.00 is not significant since it only buys a couple of lattes at Starbucks (now you know one of my vices). Yet, by sending a small blank check and encouraging charitable giving, Angie's List casts itself in a positive light that is worth far more than $7.00.
